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An Examination of Different Explanations for the Mere Exposure Effect
dc.contributor.author | Fang, Xiang | |
dc.contributor.author | Singh, Surendra N. | |
dc.contributor.author | Ahluwalia, Rohini | |
dc.date.accessioned | 2012-09-07T17:06:50Z | |
dc.date.available | 2012-09-07T17:06:50Z | |
dc.date.issued | 2007-06 | |
dc.identifier.citation | Fang, Xiang, Surenda Singh, and Rohini Ahluwalia (2007), "An Examination of Different Explanations for the Mere Exposure Effect," Journal of Consumer Research, 34 (1), 97-103. | |
dc.identifier.uri | http://hdl.handle.net/1808/10064 | |
dc.description | © 2007 by The University of Chicago Press | |
dc.description.abstract | This article investigates two competing explanations of the mere exposure effect— the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM)—under incidental exposure conditions. In two studies, the classical mere exposure effect is replicated in the context of banner advertising. The findings rule out the cognition-based PF/M and suggest that the spontaneous affective reaction resulting from perceptual fluency is a crucial link between fluency and evaluation. The studies provide strong evidence that the spontaneous affect influences evaluative judgments through a more complex process, likely by coloring the interpretation of the fluency experience and the nature of resulting metacognitions relating fluency to liking. Theoretical and managerial implications of the findings are mentioned. | |
dc.language.iso | en_US | |
dc.publisher | The Univeristy of Chicago Press | |
dc.relation.isversionof | http://www.jstor.org/stable/10.1086/513050 | |
dc.title | An Examination of Different Explanations for the Mere Exposure Effect | |
dc.type | Article | |
kusw.kuauthor | Singh, Surendra N. | |
kusw.kudepartment | School of Business | |
kusw.oastatus | fullparticipation | |
dc.identifier.doi | 10.1086/513050 | |
kusw.oaversion | Scholarly/refereed, publisher version | |
kusw.oapolicy | This item meets KU Open Access policy criteria. | |
dc.rights.accessrights | openAccess |